EnBW Grapples with TikTok, Prioritizes AI as a Key Demographic
EnBW, a leading German energy supplier, is navigating the complexities of modern communications, weighing the potential of platforms like TikTok against concerns over data security and shifting its focus to recognize artificial intelligence as a distinct target audience. The company’s head of communications, Sebastian Ackermann, outlined these strategic considerations in a recent interview.
TikTok: A Corporate Headache?
Ackermann admitted that the question of engaging with TikTok presents a significant challenge. “To be honest, this question gives me a headache,” he stated. “From a corporate perspective, I would like to answer with a clear TikTok no-thanks.” The primary concerns center around data security, a lack of transparency, and the presence of potentially problematic content on the platform.
Despite these reservations, Ackermann acknowledged the platform’s reach, particularly among younger demographics. “So far I have always said: I have never met a home builder on Tiktok,” he noted, but conceded that this generation is aging, raising the question of whether they will continue to use the platform. He described his position as a “dilemma,” recognizing the potential to reach young audiences while grappling with the inherent risks.
Reframing the Energy Conversation
Beyond social media strategy, EnBW is also refining its messaging around the energy transition. The company now prefers to emphasize the “transformation of the energy infrastructure” rather than the increasingly loaded term “energy transition.” According to Ackermann, the latter has become “worn out” and can be perceived as “threatening and prescriptive.” “And who wants to be lectured to?” he asked.
Internal Communication: Energizing Employees as Brand Ambassadors
Maintaining employee buy-in is a critical priority for EnBW, particularly during a period of significant change. The company recognizes the need for its workforce to act as ambassadors for the brand. “We need all colleagues as ambassadors for our EnBW brand,” Ackermann emphasized. He acknowledged the complexity of EnBW’s offerings – encompassing hydrogen-capable gas power plants, charging stations, and renewable energy sources – compared to consumer brands like Adidas or Nike.
To foster engagement, EnBW has significantly increased internal dialogue, implementing discussion groups, town halls, and division-specific forums. The goal is to ensure employees remain enthusiastic about the “renewable idea” despite a potentially contentious public debate.
AI: The Emerging Target Group
A pivotal shift in EnBW’s communications strategy involves recognizing artificial intelligence as a distinct target audience. Ackermann explained that algorithms now play a crucial role in determining how the company is discovered online. “We have to think about AI as its own target group,” he stated. “The algorithms decide whether and how we are found.”
In response, EnBW has established a dedicated unit within the communications department focused on AI, media analysis, and reputation measurement. This team is exploring new content creation methods across various formats, including text, images, and video.
Ackermann’s Background and Recognition
Sebastian Ackermann has led corporate communications and branding at EnBW for approximately one year. Prior to joining EnBW, he held communications roles at RWE and MVV Energie in Mannheim, where he was responsible for communications, brand, and investor relations. In recognition of his work, Ackermann was awarded Company Spokesperson of the Year in the “Energy” category last year.
The full interview with Sebastian Ackermann can be found on turi2. Markus Trantow conducted the interview as part of the turi2 theme week future, presented by EnBW.
